On The Influence Of Money Initiation And Self-construction On Conspicuous Consumption Of College Students

In recent years,the chaos of"campus loans"has intensified,and college students have strayed into the bottomless pit of campus loans.Some students even end their lives because of too many debts and unable to repay them,creating tragedies.The survey found that many students are buying luxury goods that are beyond their economic range.Why do they show such a desire to conspicuous consumption?This study tried to explore the influence of money priming on conspicuous consumption,and added the personality trait of self-construal type,focus on the influence of money priming,money richness and self-construal type on university students'conspicuous consumption tendency.The purpose of the first experiment was to study whether the money priming could affect the conspicuous consumption tendency of college students.College students were recruited to participate in the experiment randomly.The experiment was designed as a single factor(priming method:money priming,neutral priming).The independent variable was the priming method and the dependent variable was the conspicuous consumption tendency.114 valid data were collected.The purpose of the second experiment was to study the influence of the richness of money priming and the type of self-construal and the interaction between the two on college students'conspicuous consumption tendency.College students were recruited to participate in the experiment randomly.The experiment designed of 3(priming method:rich money group,lack of money group,control group)×2(self-construal type:independent self-construal,dependent self-construal).The independent variables were priming method and self-construal type and the dependent variable was conspicuous consumption tendency.300 copies of valid data were collected.Main results are as follows:(1)The conspicuous consumption tendency of the money priming group was significantly higher than that of the control group(t=2.239,p<0.05);(2)The main effect of the richness of money priming was significant(F=9.344,p<0.05,?~2=0.097).The conspicuous consumption tendency of the money-rich group was significantly higher than that of the control group,and the conspicuous consumption tendency of the money-poor group was significantly higher than that of the control group.There was no significant difference in the conspicuous consumption tendency of the money-rich and money-poor groups;(3)The main effect of self-construal type was significant(F=9.835,p<0.001,?~2=0.054).The conspicuous consumption tendency of the dependent self-construal group was significantly higher than that of thein dependent self-construal group;(4)The interaction between the richness of money priming and self-construal type was significant(F=4.059,p<0.05,?~2=0.045).The conspicuous consumption tendency of the money-rich group and the money-poor group was significantly higher than the control group.Under the independent self-construal,there was no significant difference in the conspicuous consumption tendency of the subjects after different money abundances started.Main conclusions are as follows:(1)Money priming affects college students'conspicuous consumption tendency.After money priming,college students'conspicuous consumption tendency high;(2)Different degrees of money abundance affects college students'conspicuous consumption tendency.College students in the state of money rich and poor have high conspicuous consumption tendency;(3)Different types of self-construal affects college students'conspicuous consumption tendency.Dependent self-construal college students have higher conspicuous consumption tendency than independent self-construal college students;(4)The richness of money and the type of self-construal affect college students'conspicuous consumption tendency.The specific performance is as follows:dependent self-construal college students no matter how rich the money is,they have a higher conspicuous consumption tendency;independent self-construal college students conspicuous consumption propensity is lower.